Blog Guidelines for Summits

Posted by Admin on

Key guidelines for writing blogs for - DO NOT PUBLISH

This article is a reference tool for everyone who writes blogs on The aim is to create consistency in formatting and writing style, which will create a better user experience and improve SEO. Keep updating the article with new tips and ideas. It is easier to read in preview mode. Please do not publish.

How to get ideas for great blog content

  • Consider what the current season's key product categories/activities are and what will be of most interest to users at this time.
  • Answer regular customer service questions.
  • Ask the shop team what they think customers would like to read about.
  • Review similar outdoor blogs.
  • Review outdoor magazines.

Creating a headline

  • Craft the headline before writing the article, it will give a good clear objective to what write, and what the reader can expect to read.
  • Try to keep under 60 characters, or text will be truncated on Google search.
  • Incorporate the benefit of what the article is going to deliver/what problem is it going to solve.
  • Create and maintain a consistent style for similar type blogs.

What style of writing should be used?

  • For headings, step into the reader's shoes and write from their perspective. Gain trust and interest by showing that you understand what they’re thinking.
  • For the main content, step into character and think about the thoughts and feelings that you want the reader to feel when they are reading the blog e.g.
    • Positive
    • Excited
    • Passionate
  • Use subheadings, and create an outline using subheadings before writing the post.
  • Write concisely and don't waffle.
  • Be knowledgeable but avoid condescension.
  • Use English (UK) spellings
  • People engage in outdoor activities to switch off, so a relaxed and informal tone can help to relate better.
  • Be environmentally conscious and try to minimise content that could encourage none eco-friendly behaviour

Use profiling to write for different users

  • Develop consumer profiles for each activity (wild camping, family camping, festival camping etc.), find a photo of a person to fit the description, and write blogs for that activity as if you were writing to that person
    • E.g. Tom the Climber
      • Aged 26
      • Income circa £25k
      • Lives with friends in a shared house with like-minded friends
      • Spends disposable income on climbing gear, trips and outdoor kit
      • Goes to the climbing wall twice a week and gets out climbing as often as possible
      • Also likes other outdoor activities such as snowsports and mountain biking

How to improve the SEO performance of blogs

  • Create keyword list prior to writing article.
  • As well as self-generated and taking key attributes, check Google Ads, Trends and Analytics tools.
  • Most important keywords should appear near the top of the article, in perma-link, and feature in Headline, and/or heading text.
  • Check off keywords in article once complete.
  • Don't force keywords in, use as naturally as possible.
  • Write for humans first.

How should images be formatted?

Images should be optimised for web before being added to the blog. This is important for loading speed and user. Using the right image format (Jpeg, PNG) will ensure the optimum file size.

  • 72dpi
  • Jpeg format
    • Photographs and complex images
  • PNG format
    • Diagrams and illustrations
    • Transparent elements
  • Max dimensions 1200 x 1200px
  • Use block styles to create galleries and group images together

What are the formatting specifications?

  • The formatting will be automatically applied as the text is set to H1, H2, H3 etc. (within Block)
  • Don't use H1 or H2 within the main body of the blog, these should be reserved for the Headline and Heading Text.
  • H3 should be applied to subheadings, and if further headings are needed within the H3 subheading, go down to H4.
  • Don't use additional formatting such as Bold, or resize the font to create headings, always use the automated formatting. This will let Google know how to prioritise it.
  • Following formatting is to show the difference in H1, H2, H3 and P formats;

Headline: H1, Nunito Sans, #033a5c, 36 pt

Heading text: H2 Nunito Sans, #033a5c, 32 pt

Sub-headings: H3, Nunito Sans, #033a5c, 24 pt

Paragraph text: P, Nunito Sans, #4d4d4d, 18pt

How to conclude a blog

It's always worth summarising the key takeaways at the end of a blog. This gives the user a sense of competition and the author a chance to reflect on whether they have successfully completed their brief. It's also a great opportunity to get a few more keywords and key phrases in to help with the all-important SEO!

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